EXCLUSIVE: Jaguar's new brand identity and design | Jaguar's Chief Creative Officer Tells All | 4K

Today marks a pivotal moment for Jaguar Land Rover (JLR) as we unveil the reinvention and reimagination of the iconic Jaguar brand. This transformation goes far beyond new car designs or logos; it completely redefined Jaguar's identity, values, and place in the modern luxury space.
Join us in an exclusive conversation with Gerry McGovern, JLR's Chief Creative Officer, as he delves into the incredible journey of repositioning Jaguar as a unique, contemporary luxury brand.
Overview of Jaguar’s Reinvention

Strategic Vision:
Over three years of planning to position Jaguar in modern luxury alongside JLR’s Range Rover, Defender, and Discovery brands.
This reinvention extends beyond products to include a comprehensive redefinition of Jaguar’s brand identity, purpose, and relevance in today’s world.

Key Shift:
Moving away from improving existing designs or strategies to creating a unique and daring identity.
Inspired by Sir William Lyons’ quote, “A Jaguar is a copy of nothing,” emphasizing originality and breaking away from the constraints of familiarity.

Design Philosophy

Collaborative Creativity:
Conducted a unique design competition involving multiple design teams.
Produced 17 full-size models, evaluated based on boldness and innovation rather than familiarity.
Consensus emerged around a single family of designs, marking the direction for Jaguar’s future.

Proportional Excellence:
Prioritizing proportions to evoke elegance and exuberance.
Rejecting the notion that electric vehicle platforms should compromise visual allure.

Luxury Focus:
Drawing inspiration from luxury industries (e.g., fashion and art) rather than automotive norms.
Focusing on craftsmanship, materiality, and sensory appeal in every detail.

Brand Identity and Market Position
Selective Appeal:
Embracing the idea that not everyone needs to love the brand, but those who do should be deeply loyal.
Avoiding an overemphasis on analytics or tailoring to market demands, focusing instead on creating a compelling and authentic identity.

Experience Over Features:
Prioritizing emotional connections and desirability over purely functional or technological attributes.

Vision for the Future
Launch and Initial Perception:
Establishing Jaguar as a truly unique and desirable luxury brand.
Participation in exclusive events like Miami Art Week underscores its alignment with art and culture.

Three-Year Goal:
Achieving a distinct identity recognized globally for exclusivity, artistry, and British sophistication.
Products that customers queue for, highlighting desirability and prestige.
Overall, Whether you are a fan of automotive design, a luxury aficionado, or simply curious about how brands reinvent themselves, this conversation is packed with insights. Discover how Jaguar is rewriting the rules of luxury and setting a new standard for automotive art.
Get ready to be inspired by the bold vision of a brand that dares to be different. Watch now and be part of the journey that’s redefining modern luxury!
Remember to like, share and subscribe to our channel for more exclusive interviews!

#jaguar #ackodrive #worldexclusive

SUBSCRIBE to Acko Drive for your daily dose of Auto & Tech:

Visit us - https://ackodrive.com/

Follow us on Twitter:
  / ackodrive  

Like us on Instagram:
  / ackodrive